We teamed up with Athletes Unlimited for the launch of the first-of-its-kind professional women’s softball league. We concepted team identities and narratives for all four inaugural teams with the added challenge of not linking them to a city or geographic location.
We then created the “This Is Legendary” launch campaign complete with multiple TV spots, digital, social and in-stadium signage—receiving critical acclaim from AdWeek, Ad Age, Yahoo Sports, ESPN and more.
This wasn't just another branding exercise. This was proving that AUSL softball had the authenticity, attitude, and audacity to be legendary from the moment it launched.
For this high-profile pitch, we needed to differentiate Disney Springs from all other shopping, dining or entertainment experiences out there. So we created a lavish, sexy and surprising campaign called “Happily Whatever You’re After” that captured fanciful Disney stories like only Disney could. We not only retained the business, we won the hearts of our clients and Disney fans alike.
Disney Vacation Club was a staple in our agency roster since I joined mcgarrybowen in 2013. The scope and scale of work is vast and ranges from award-winning branding for Resort launches, to social content, CRM, OOH, long form OLV and 30-minute original infomercials.
P/S is an elite Private Salon located in LAX airport where travelers bypass the regular terminal for an exclusive lounge complete with private security and plane-side transportation. The “You’ve Arrived” campaign created high-end travel inspiration to connect with this affluent target. The highly-targeted social campaign was so successful it had to be paused mid-flight because their lead generation system couldn’t keep up with the demand.
To re-energize this dusty brand during one of its peak seasons, we tapped into the insight that people love carrying Werther’s in their pockets. We then recognized that there was an elusive tiny pocket that was unclaimed and unexplained—until now. That tiny pocket on nearly every pair of jeans was made for carrying Werther’s Original of course!
We then created a limited-edition run of jeans featuring not one, not two, but 30 tiny pockets, enough to carry an entire bag of Werther’s. We got the buzz out with a tongue-and-cheek film telling the story and a team of PR geniuses.
The results blew everyone away—in just 10 days our Original Werther’s Pocket jeans garnered 400M impressions and +212% CTR.
Celebrating togetherness was the strategic ask when Disney needed an organizing idea for their Hispanic social efforts. “Familia First” was an instant success and for over three years, was backbone for everything from heartfelt long form content, to snackable social posts, to merchandise like matching shirts for your day in the parks.
Riding on the success of the Familia First campaign, Disney wanted to reach the Hispanic target with a humor-first social campaign. To do so, we created a social series rooted in Hispanic insights called “Mamaisms” and “How to Do Disney,” an edu-tainment series, both starring Hispanic comedian and influencer, Laura Di Lorenzo.
Riesen is a small but mighty brand that had lost relevance in the minds of many. In the throes of a pandemic, we launched a cheeky campaign that reminded people Riesen shouldn’t be forgotten. A series of sequential :06s posed provocative questions and achieved 3 times the benchmark for consideration lift on YouTube. Social posts were simple and flavor-forward. And we tapped into a trend where home brewers were brewing with Riesen and teamed up with Marz Brewing in Chicago to brew a beer with Riesen as the secret ingredient.
I lead the re-branding of Disney’s Animal Kingdom Park for the first time in 20 years with the “Alive with Magic” platform. We then created elements for the launch of Pandora, Land of Avatar, where the “Beyond Belief” campaign enticed new visitors with the chance to experience floating mountains and flying banshees firsthand.
Pitching and leading the work for The Wine Group was a blast because I love few things more than wine! Beginning with their flagship brand, Cupcake Vineyards, we launched a campaign encouraging people to “Treat Today.” We also traveled the globe with their celebrated winemaker to tell their little known high-quality sourcing story.
The success on that brand lead to some fun project work on some of their other brands featured here.
Werther’s Original was a dusty brand that had to gain relevancy in a time period it deserved to own: Fall. Whether you’re talking caramel apples, baking with caramel or the limited-edition flavors like pumpkin spice, we let new households know that Werther’s has always been The Original Fall Flavor. The campaign featured modern film as well as a playful look and feel on social and beyond.
In a world evermore reliant on venmo and Paypal, as global AOR for Western Union, we were tasked with marketing an old dog’s new tricks. The “Here/There” campaign let people know that they could use the WU app to send money nearly anywhere for cash pick up right now. The campaign was shot with diverse markets in mind and adapted across the world.
B-to-B ads are boring. So to get noticed by small business owners, we we dramatized the pain of being without Internet or phone service by anthropomorphizing it in memorable ways. The broadcast spots not only won the hearts of our clients, but many awards including being short-listed at Cannes.
As the lead creative for the Cox pitch, clients had high expectations for my team to deliver brand- and demand-building work the very first quarter. We created a comedic, slice-of-life campaign featuring an average family and their all-too-common Internet woes. The work received record results and continued to impress clients for years to come.
Volkswagen was the first pitch I ran independently and won back in 2009, so the work will always be close to my heart. We did award-winning digital, CRM and OLV with a scope that grew organically each year until 2012 when I left the agency.
